Alcohol Responsibility at 2018 Coors Light NHL Stadium Series

03/05/2018

The NHL teamed with Coors Light and TEAM Coalition to promote responsible drinking at the 2018 Coors Light NHL Stadium SeriesTM in Annapolis, MD. In the PreGame festivities outside Navy-Marine Corps Memorial Stadium on Saturday, March 3, 2018, a total of 350 NHL fans made the pledge never to drive drunk and always to have a designated driver. “Refresh Responsibly. Get Home Safe.” was the message.

Hockey fans added their names to the Responsibility Puck – an 8-foot replica of an official NHL puck – to demonstrate their commitment to keeping the penalties on the ice and off the roads. Every fan who made the pledge and signed the puck had the opportunity to receive a souvenir photo. Fans shared their digital photos and the responsibility message by posting photos on Facebook and Twitter. The 146 photos taken at the PreGame for Stadium SeriesTM were viewed 412 times, an average of 3 views per photo.

Inside Navy-Marine Corps Memorial Stadium as the Washington Capitals earned a win against the Toronto Maple Leafs on the ice, an additional 74 fans pledged to be designated drivers at the 2018 Coors Light NHL Stadium Series game. In total, 424 NHL fans refreshed responsibly.

All responsible fans were entered to win a prize pack – including a $50 Shop.NHL.com gift card and branded items from Coors Light and TEAM Coalition – proving that Responsibility Has Its Rewards®.

We believe that with great beer comes great responsibility and we’re thrilled to partner with TEAM Coalition and the NHL to help promote responsibility at the Stadium Series. For many fans, enjoying a beer on game day is part of the game day experience, and we want to encourage fans to enjoy the game responsibly and plan ahead for a safe ride home.Diane Wagner, Responsibility Commerce Manager, MillerCoors

The success of the ‘Responsibility Has Its Rewards’ campaign is a direct result of the commitment from our members and all the responsibility program partners, including the leagues, venues, brewers and beer distributors. Teamwork is what this campaign is all about. We are demonstrating that when everyone – including the fans – takes responsibility, everyone wins.Jill Pepper, Executive Director, TEAM Coalition

Drunk driving prevention is the top priority for TEAM Coalition and all its 24-member organizations, which include the NHL and MillerCoors.

NHL

The National Hockey League (NHL®), founded in 1917, consists of 30 Member Clubs, each reflecting the League’s international makeup with players from more than 20 countries represented on team rosters, vying for the most cherished and historic trophy in professional sports – the Stanley Cup®. Every year the NHL entertains more than 250 million fans in-arena and through its partners on national television and radio; more than 10 million fans on its social platforms; and more than 300 million fans online at NHL.com. In Canada, the 2014-15 season marks the beginning of a landmark 12-year broadcast and multimedia agreement with Rogers Communications, which includes national rights to NHL games on all platforms in all languages. In the U.S., the NHL is in the fourth season of its 10-year agreement with NBC and NBCSN, the 10th consecutive season both networks have served as national television partners. The NHL is committed to giving back to the community with programs including: Hockey is for Everyone™, which supports nonprofit youth hockey organizations across North America; Hockey Fights Cancer™, raising money for local and national cancer organizations; NHL Green™, which is committed to pursuing sustainable business practices; and a partnership with the You Can Play Project, which is committed to supporting the LGBT community and fighting homophobia in sports. The NHL received three 2014 Sports Business Awards: “Sports League of the Year,” “Sports Executive of the Year” recognizing Commissioner Gary Bettman, and “Sports Event of the Year” for the 2014 Bridgestone NHL Winter Classic®. For more information, visit NHL.com.

MillerCoors

Through its diverse collection of storied breweries, MillerCoors brings American beer drinkers an unmatched selection of the highest quality beers steeped in centuries of brewing heritage. Miller Brewing Company and Coors Brewing Company offer domestic favorites such as Coors Light, Miller Lite, Miller High Life and Coors Banquet, as well as innovative new products such as Miller Fortune. Tenth and Blake Beer Company, our craft and import division, offers beers such as Leinenkugel’s Summer Shandy from sixth-generation Jacob Leinenkugel Brewing Company and Blue Moon Belgian White from modern craft pioneer Blue Moon Brewing Company. Tenth and Blake also operates Crispin Cidery, an artisanal maker of pear and apple ciders using 100 percent fresh-pressed American juice. The company imports world-renowned beers such as Italy’s Peroni, the Czech Republic’s Pilsner Urquell and the Netherlands’ Grolsch. MillerCoors also offers pioneering new brands such as Redd’s Apple Ale, Batch 19 Pre-Prohibition Lager, Third Shift Amber Ale and Smith & Forge Hard Cider. MillerCoors seeks to become America’s best beer company through an uncompromising promise of quality, a keen focus on innovation and a deep commitment to sustainability. MillerCoors is a joint venture of SABMiller plc and Molson Coors Brewing Company. Learn more at www.MillerCoors.com , at www.facebook.com/MillerCoors or on Twitter through @MillerCoors.

TEAM Coalition

TEAM Coalition is an alliance of professional and collegiate sports, entertainment facilities, concessionaries, stadium service providers, the beer industry, distillers, broadcasters, traffic safety experts and others working together to promote responsible drinking and positive fan behavior at sports and entertainment facilities. TEAM Coalition members and supporters include the National Hockey League, MillerCoors, Major League Baseball, Major League Soccer, NASCAR, National Basketball Association, National Football League, National Collegiate Athletic Association, Americrown, Aramark, Delaware North Sportservice, Legends, Spectra, Beer Institute, National Beer Wholesalers Association, Anheuser-Busch Companies, Constellation Brands, HEINEKEN USA, Live Nation, National Association of Broadcasters, Contemporary Services Corporation, International Association of Venue Managers, Stadium Managers Association and the National Highway Traffic Safety Administration. For more information, go to TEAMCoalition.org or FansDontLetFansDriveDrunk.org.